US Creative Work of the Week: Minnesota hockey unites the state with shared water campaign

This is Our Ice for the Minnesota Wild named the US Creative Work of the Week

The NHL and the Upper Midwest got some love this week, as a campaign to unite the state around the only major league hockey team received the most votes from The Drum readers.

A campaign for the Minnesota Wild, called 'This is Our Ice,' showed the unity of the state by having people collect water from their regions.

First, the team invited parents of current Wild players, former Wild hockey players and a member of the US women’s hockey team to pour out water collected from their hometowns onto the ice at a recent game.

Then, a new tradition was built: inviting people from all over the state to bring their own water – whether from a local lake, pond or stream – to create the new ice surface at the Xcel Energy Center for the Minnesota Wild players to play on throughout the season. This campaign aims at bringing together the Minnesota Wild diehard fans, engaging new fans, and overall, creating a stronger sense of community by leveraging a shared passion amongst all Minnesotans to strengthen their connection and loyalty to the Minnesota Wild team.

The loyalty and participation for the program and the statewide success of the campaign make it our US Creative Work of the Week. To see video and photos of the campaign, click on the Creative Works box below.